VP of Marketing

Frontline work is the cornerstone of modern society. Restaurants, schools, hospitals, nurseries, airlines, stores, emergency services — these are the organisations that keep the world running, and they employ 80% of the global workforce: over 3 billion people. Yet frontline businesses are among the hardest in the world to run. By-the-minute HR, scheduling and payroll make them vastly more operationally complex than the average white-collar company, and they've been chronically underserved by technology — just 1% of venture funding has gone to tools built for these sectors, despite the complexity being an order of magnitude greater.

That gap has become an existential one. Rising costs, minimum wage increases, labor shortages, tighter regulation and stretched consumers have eroded margins and pushed many frontline operators out of business. There is real urgency to fix the economics of labor — and AI is the lever. It can't do the jobs of frontline workers, but it can eliminate the inefficiencies that drain them.

Frontline companies generate enormous volumes of operational data; harnessed properly, AI agents can run significant parts of these businesses autonomously and fundamentally reset their economics.

That's what Sona is building: the AI-native workforce management platform that lets frontline companies unleash agents to run more efficiently. It's a market worth over $500 billion, hiding in plain sight — and the room to build one of the largest software and AI companies in the world. We're off to a strong start: over $100M raised from N47, Felicis, Gradient and Northzone, more than 100 enterprise customers across the UK and US, and offices in New York, London, Austin and Lisbon.

We're hiring a Vice President, Marketing to own global marketing and build Sona's US presence from the ground up. Reporting directly to the Co-Founder & CEO, you'll be the most senior marketing voice in the company, responsible for turning early US traction into scaled pipeline, while sharpening how Sona shows up across every vertical we serve.

The core challenge is one of messaging and market-making. Sona is a complex, multi-product platform selling into sectors like hospitality, care and retail - and the opportunity is to translate that complexity into positioning that lands with buyers fast. Day to day, that means working at the intersection of product marketing, GTM strategy, and brand. Not just managing channels or optimising spend.

You'll inherit a strong UK team of six. What doesn't exist yet is the US function, a unified global strategy, or vertical messaging sharp enough to scale. Building those three things - quickly, credibly, and in close partnership with sales - is the job.

• Own global marketing strategy, positioning, and budget, reporting to the CEO

• Build the US marketing function from scratch, establishing Sona's brand and pipeline engine

• Build top, middle, and bottom of funnel strategies to ensure the wider GTM team are meeting growth targets

• Develop Sona's brand with a key focus on the US market

• Partner closely with global Sales leadership across UK & US

• Define and execute vertical-specific messaging across our sectors with a key focus on hospitality in the US

• Drive pipeline through ABM, field marketing and events, content, and partnerships in close alignment with the VP Sales and sales team

• Lead and develop the existing UK marketing team alongside scaling the US

• B2B marketing experience at a SaaS company with an enterprise or mid-market motion - you've marketed complex products with long sales cycles and multiple stakeholders

• Product marketing and category framing is your strongest gear, you know how to take a multi-product platform…